Clean Water with your Wardrobe.
It seems that social and cause marketing is continually on the rise. IEG’s Sponsorship Report reveals that corporate cause sponsorship was at $1.68 billion in 2011 and is projected to grow by 10% in2012. We believe that the power of good can positively augment the power of a brand in the right circumstances. Often, the right circumstances involve Millennials, that ever evolving demographic that is more likely to purchasewhen cause is a factor (RED is a good example). Recently, we took this intoaccount with our North American Power client.
For over a year now, we’ve been helping NAP connect with consumers who want to help the environment while helping themselves tolower electricity rates. The response has been impressive.
Naturally, we wanted to know more. Why is this approach so successful – especially within a culture that is purported to be growing more self-focused by the minute. What we found is that purchasing decisions that are partnered with greater causes effectively reduce the ‘decision anxiety’ consumers often feel when presented with choices. In NAP’s case, consumers could choose a charity to support along with their new energy provider. Because NAP was formed in part to support greener energy sources, the pairing made perfect sense.
But what about creating a brand that’s sole purpose is to do good? It’s an interesting concept and it appears that One Hundred Apparel is just that. The following was pulled from their site:
“One Hundred is a humanitarian clothing company dedicated to helping the world get clean water! “One Hundred” stands for our dedication to donating one hundred percent of our profits for cleanwater. We want one hundred percent clean water for one hundred percent of the world. This is our name, but also our mission.”
Their brand is the representation of their mission — and their product influenced by that mission is inseparable from the marketing outreach. It’s a pretty compelling proposition, to create a brandthat emanates the soul of your purpose — and a challenging one to deliver on.
We’ll keep an eye on this brand’s development and growth and report back, hopefully with good news of their ongoing success.
